WE NEED THE WEB
Anyone who's worked in a practice for long knows that clients inevitably turn to the Internet for information. Study results
confirmed this fact—see above. But as you well know, not all information on the Internet is reliable, and clients often can't
distinguish the good from the bad. So how can you direct clients to reliable sources? Here are some key tactics:
> Establish your own Internet presence via your website, Facebook, and other places where pet owners go.
> Provide interesting, updated content about the regular care pets need and common accidents and illnesses.
> Provide clients with a list of veterinary websites for high-quality information and link to these sites from your practice
Like most veterinary teams, you're likely doing some of these actions already. However, as the Bayer Veterinary Care Usage
Study makes clear, there's an urgent need for the profession to do more when it comes to educating pet owners about the need
for veterinary care.
Clients bring in their pets all day long, but some of them won't receive the care they need. Some of them are like Max, a
dog with a ticking time bomb: untreated cancer or another debilitating disease. Are you doing what you can to recommend wellness
visits, diagnostic exams, and follow-up care? Because it all starts, not with Max, but someone else: Max's owner.
Dr. Karen Felsted, CPA, MS, CVPM, is CEO of the National Commission on Veterinary Economic Issues. John Volk is senior consultant
at Brakke Consulting. Send questions and comments to firstname.lastname@example.org